Live is where it’s at. Once is a creative technology agency that helps eager companies grow through radical interaction. By creating and applying its own technology for live interaction at peak levels. Not allowing any restraints on creativity in doing so. Think of the worldwide voting at the annual Eurovision Songfestival. What started out as three separate international media agencies - with more than 30 years of experience - is now combined into one completely new generative brand. With a new name at the centre to connect them. Together with Once we created the brand’s strategy, name, generative visual identity and corporate website. The Once brand now radiates what they believe in most: big things happen when everything comes together at the exact right time.
As individual experts in their respective fields, Once’s agencies each evolved over the years. With an expert in digital technology as the latest addition, the group moved away from strict telecommunications. With this newfound focus and newly added expertise, they outgrew themselves. Requiring a new - merged - proposition. Involved from merger to execution, we helped define the new company strategy, created a future-proof brand and built its new brand experiences. From each individual agency’s positioning within the new joint setup, to its renewed and shared proposition as one brand. Once - one creative technology agency with several departments across Europe - helps eager companies grow through radical interaction.
Reality is not a random collection of people, things and events - it’s how they affect one another. Everything, everywhere, all at once. Once’s new brand positioning is built on the notion that relationships are the key to our existence. This doesn’t only reflect Once’s core belief and core business, but also emphasizes its way of working. Going all in. Being present. Fully connected to its clients and team. A reference to the eponymous movie is no coincidence. This multiverse on steroids is the perfect depiction of the limitless space Once is operating in. Once’s new name is directly derived from its new brand positioning. Telling its story as early as its first encounter with new clients.
Once’s visual identity needed to radiate new possibilities, while maintaining an established feel. Convey intelligence, without being too technical. The Living Network does just this. Guided by structure, this ever-expanding network shows that connection is the driving force of making everything possible.
To amplify the present moment, the form language is completely computer generated and uses live data as input. Making it able to respond to actual activity from live events. A vibrant suite of colours and shapes are never the same twice. Their behaviour reflects growth and innovation. The algorithm operates in the space between creation and structure. Maintaining a neat balance between liveliness and aesthetics.
The living network is also making its mark in Once’s logo. Between the two stems of the N a connection is being forged in every way possible. Making it dynamic and vibrant, with a technical twist. The brand gets its cachet from the main big serif typeface. Combined with a modern, more technical typeface it gives Once a strong sense of authority, while feeling new at the same time.
From its positioning, new name, generative identity and everything in between: the Once brand is a balanced whole where every element is playing its part in conveying Once’s story. We helped craft every touchpoint, both digital and print, throughout the brand's roll-out. Making this creative technology agency ready to change the world through radical interaction.
